Jeff Boss is a contributor to Forbes; here he talks us through the seemingly soft-side of effective leadership. Jeff is a leadership team coach, author of Navigating Chaos: How To Find Certainty in Uncertain Situations and host of the weekly podcast Shut Up And Show Up: Forging Elite Teams. We like his take on this often underrated aspect of being an effective leader.

Great Place to Work — the global research consultancy that partners with Fortune to conduct the annual study of those “best companies” — has already confirmed that trust is the human behavior you cannot afford not to have. It found that 92 percent of employees believe that their managers are people they can trust.

Charismatic leaders can be narcissistic and self-serving, and ultimate destructive to the organizations they lead. If humble leaders are more effective than narcissistic leaders, why do we so often choose narcissistic individuals to lead us?

The average person doesn’t choose to swim upstream while others swiftly float downstream, or zig when others choose to zag. But having the courage, character and confidence to enter into the abysmal unknown and create value—personally and organizationally—for others is exactly what constitutes leadership and exactly what defines them as leaders.

One thing I noticed about Mr. Shkreli was the amazing lack of self-awareness he demonstrated when dealing with the media. I’ve found that this is a trait that most people who behave badly have in common.